Posted at 09:59h
The Oxford Dictionary defines a fad as ‘an intense and widely shared enthusiasm for something, especially one that is short-lived; a craze’. We’ve seen them come and go, and whether it be Angry Birds, Planking, Low-carb diets, or Loom Bands – fads provide fleeting success before epic downturns in interest.
So what makes a trend? Although trends can withstand as much popularity as fads, trends can be classified as such because of time. For example, many thought that the popularity of yoga would diminish alongside hippy culture, after it shot to mainstream success in the 1960’s. However, this has instead continued to grow in popularity still to this day and has reached trend status. This can be attributed to longevity in the practice, with a less visible group involved for a much longer timespan than when it shot to fame.
We look at coconuts in this way. While it’s undeniable that the coconut has been taking over the Western world in the past few years, Eastern cultures have depended on the plant as a food source and a means of living dating back thousands of years. Coconuts are a staple ingredient for around 1/3 of the world’s population, providing a pretty substantial recommendation for the rest of the world!
And that’s just what has happened. The rediscovery of coconuts in the West has provided us with increased demand, allowed us to produce innovative offerings, and created large consumer base which, like us, know and love the fruit (yippee!). The depth and staying power of the coconut is proving itself as a trend, able to reinvent to meet a food landscape that just never stops changing.
With consumers becoming more aware of the social and environmental impact of their purchasing habits, it’s safe to say that environmentally unsustainable trends or fads simply won’t last. Coconuts are far more sustainable than highly controversial palm oil, responsible for the endangerment of a third of all mammal species in Indonesia.
When coconuts are harvested, it is easy to regrow them, since the whole tree does not have to be chopped down. Considered a three-generation tree, coconuts can be grown in almost any type and quality of soil, and are able to live and produce fruit for up to sixty years. At Coconut Merchant, we work with farmers at cooperatives to ensure that everyone benefits from our sustainable coconut production.
Many fads are great at playing on emotive wants and needs, but never provide real-world backing (here’s looking at you, Cabbage Soup Diet!). Coconuts, however, are a functionally based item with loads of uses. Not only perfect for cooking and eating purposes, coconuts can be transformed into great beauty and home products. Much like the olive oil trend which flourished in the 1990s, coconut oil has now passed the initial ‘craze’ market stage and is transforming into a cupboard essential for many households in the UK and overseas. It’s safe to say, we’re super happy about this.
Coconuts associate with many other ways in which food consumption is currently changing, and so at Coconut Merchant we aim to cater to the interests of our current consumers. For example, we provide products suitable for those following a gluten-free lifestyle such as our Organic Coconut Flour. Many people now favour products classed as authentic rather than local, which was more popular in the past. This is why we love to create products which are both true to their origin and relevant to our modern consumers.
The coconut palm is an extremely adaptable resource; with many different parts of the plant used to produce a varying array of results. We feel at Coconut Merchant that this is one of our main strengths; it allows us to make innovative products such as our award winning Coconut Jam, Coconut Vinegar, Coconut Nectar Honey Alternative, and Beauty Balm. We love being able to produce top quality ethical products, with consumers in mind, which cater to a vast range of tastes and uses.
It is undeniable that fads can provide success. This success, however, is momentary, and in the long-term provides more downfalls than it does benefits. Coconuts, unlike this, continue to prove to be a growing trend within the food industry. Here to stay, they demonstrate a shift in the market towards authentic, quality, adaptable natural products.
Written by Nicole Goyder